In this article, I will explain to you what is the most profitable strategy to adopt to present your products / services to your customers at an event. By event, I am referring to a workshop that generally takes place in small groups, a conference or a seminar. 

But before going any further, let’s go back first to better understand the method that does not work: using a catalog.

This technique consists of bringing people to the site, showing them the list of what we are offering and hoping that people will subsequently buy a product or service from us.

This approach does not work because when you create an event you focus the attention of prospects for a set amount of time. It is on this moment that this chance of purchasing decision is played out. However, if the presentation sequence of your product or service is not included in the common thread of the sessions of your event, it will not be convincing and will be lost.

The best strategy, if we want to make money with our event, is then to include the sale in the common thread. From the start, we design our event so that the desire to buy naturally arises . This makes it easy to make an offer to our buyers.


You have to bring about a transformation in your prospect. This makes it possible to create the desire to buy, to know in more detail your offers / services as well as your complementary products and to bring more value.

You have to find the win-win formula between the people who have come to the scene and between what you have to offer.

The best way to do this is to structure your event in the form of a triptych. This means that your event should consist of three main parts.

If you are hosting a seminar and intend to offer a product or service, the best length for this seminar is three days. You’re going to have a lot more of an impact on attendees and sales if your seminar lasts three days instead of two days. Even if it costs you 30% or 50% more, the cost of organizing a seminar over three days rather than two days, you will exceed 50% more sales.

On the other hand, an event that lasts more than three days will not significantly increase sales compared to three days. Likewise, a one-day, half-day or evening event is not as effective as a three-day event.

For example, if you have a three-hour evening event, you can make each of your three hours correspond to one of the three stages that I’m going to outline for you.


The goal of this first day is to create the connection between you and the participants. If you are organizing an event where you have guests who will be speaking, it is very important that at the beginning there is interaction between you and your audience before bringing in outsiders.

The number one goal on this Inspiration Day is to build trust and connection . Participants should feel comfortable. They come from the outside world with their worries, their anxieties, their problems: they must be acclimatized.

To create this trust, it takes some time during the seminar which is time to set the context. You have to lay down the rules of the event before getting to the heart of the matter and the content.

If this is a marketing seminar, before you start teaching, you must first explain some very simple things:

  • The time that you will stay together,
  • Switch off cell phones,
  • Take something to write down,
  • Remind that participants must stay focused and present from start to finish,
  • Mention the time of the next break,
  • Explain how to proceed if there are exercises to be performed.

In short, all the practical information, just like when entering a plane and explaining the flight process and safety measures.

It is better to make these explanations at the beginning, it allows to set the context in a firm and precise way to indicate to the people that we are there to work, to progress seriously.

What you do in the first few minutes of the event will influence how people perceive the rest of the event. The context and the perception of the people that will have of the context, will influence the perception of the content.

The result is that if you start right on time on the first day, people expect you to also start right on time throughout the event and they will be on time. You will not have latecomers who will bother everyone, because you will have set the rules from the start.

This first day of inspiration will serve to create the feeling of community. Whether it is an event of ten people or an event with a hundred or thousands of people, it is important at the beginning to give the opportunity and the permission to the participants to exchange:

  • To discuss during breaks,
  • To get to know each other,
  • Give the feeling of being in the right place.

This feeling of community will have a very important positive impact:

  • People will dare to do introspection exercises,
  • Get to the heart of the matter when giving advice,
  • They will dare to put themselves in a vulnerable situation regarding the changes you make with the advice of your event.

From the start, it is important to create this community among the participants. When you make your offer, there will be people who will go to your products to buy them and this will influence the others with whom they have had affinities.

This feeling of community will help you later create a feeling of social proof which is the fact that we are more motivated to do an action if we have seen people who look like us do the same action.

In this first day of inspiration, the final feeling you want people to leave the event on at the end of the first day has to be the feeling that anything is possible.

This is what we want to create as a sensation:

  • People must be inspired because they have been shown so many things,
  • They feel motivated and eager to see what’s next,
  • They must feel that this will help them move forward.

On this first third, you probably neither made a commercial offer nor mentioned your product or service. If you are possibly a partner of a charity, you can mention what they do.

You must stay on the inspiration side and not in transaction mode on this first third of your triptych.

I will give you the diagram to follow for days 2 and 3 in a very next article.

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